PowerPoint Presentation

David Watta, Account ManagerJena Moore, Account PlannerLyric Clark, Social Media CoordinatorKristina Vega, Creative Director Mershonda Williams, Strategist Kierra Stone, Production Manager

be smart. drink smart.

Company OverviewPrivately owned subsidiary of the Coco-Cola Company.Smartwater energy water released in 1996 as the companys first product.Most popular in southern/western regions of the United States.Glaceau Smartwater reported 28.1% growth in 2011 holding 45% market share in the premium water category. (BevIndustry)

Consumer ProfileDemographicsMale/FemaleCaucasian American 18 54 years oldMarriedHomeowner with home value between $200,000 and $500,000

Consumer ProfilePsychographics Visits websites such as:

Reads online newspapers daily and subscribes to publications such as WSJ, Good Housekeeping, National Geographic, and Readers Digest.

Watches networks such as: Target consumer stays informed and enjoys learningSelf-improvement and DIY is appealing to our consumer

Ethnographic Evaluation Bright fluorescent lighting reflected off of a white tile floor

Product placement needs improvement, poor display and location

Shoppers appeared to be at the top of our target age

Ethnographic Evaluation Men ages 20-35 dressed business casual/business formal

Women ages 20-25 dressed casually

Majority of customers entered CVS shopping alone

Refrigerated product/Non refrigerated product displays dated and dull

Ethnographic Evaluation Refrigerated product section conveniently located and easy to find.

Displayed directly next to competition.

A majority of shoppers came in alone, and had very limited interactions with store employees or other customers.

SWOTStrengthsSmartWater has added benefits (Vapor distilled, electrolyte enhanced)Unique name and position over competition (Bottled water, sports drinks)Past celebrity endorsement deal (which helped the brand gain notoriety) Owned by a large parent company (Coke)

SWOTWeaknesses Private brandNo obvious diversity or differentiation between regular bottled water and SmartWater.Not flavored

SWOTOpportunitiesExpand the brand and develop new product linesPairing with a non-profit organization Keep following trends observed by health conscious consumers

SWOTThreatsIntense competition Water filtration systems (Brita)Enhanced water/sports drinks

Creative Strategy ObjectiveEducate to persuade 15% of our target audience that SmartWater is a necessary part of rehydration.

Clarify the perceived benefits of our products through education.

Creative Strategy Target Audience ProfileEnjoys self-growth through staying informed about whats going on in the world.

The reality of television is appealing to our consumer, as they draw upon their own inspiration from others past experiences.

Our consumer is a Do-it-Yourselfer and enjoys the gratification of creating their own atmosphere.

Creative Strategy Positioning Statement For men and women, SmartWater is the bottled water that delivers just electrolytes because only SmartWater provides healthy energized rehydration without the sugars or sodium.

Creative Strategy Reasoning and SupportTrends in health awareness motivate the consumer.Educate the consumerConsumer more likely to be influenced by our message if theyre following the trend.

The health trend is extendable and may attract new consumers who arent apart of the target.

Those who are healthy tend to continue to stay healthy, regardless of trend.

be smart. drink smart.

Ad Campaign Traditional Bus WrapPrint Advertisement Television15 second spot30 second spotWeb/YouTube15 second spot30 second spotbe smart. drink smart.

Be Smart. Drink Smart.Scene 7V: Ashley walks back to her seat. Slow motion. Air blowing her hair back. She takes another sip of her SmartWater. A: Cant Touch This by MC HammerScene 8:V: Zoom in on SmartWater logo. A: Cant Touch This by MC HammerScene 9:V: Fade white around logo. Words Be Smart. Drink Smart. appear on screen. A: Voice over- SmartWater: Be Smart. Drink Smart.Scene 1V: Full shot on classroom. Students look bored and depressed. Colors are dull. A: Teacher is talking with a Charlie Brown-like voice.Scene 2V: Zoom in on Ashley (student) as she takes a sip from her SmartWater. A: Teachers voice is faded but still audible.Scene 3 V: View of classroom from Ashleys viewpoint. The classroom is now bright and lively. A: Teachers voice becomes clear. Scene 4V: Ashley raises her hand A: Teacher says Ashleys name.Scene 5V: Ashley goes up to the board and finishes a very complicated equation, drops the chalk.A: Chalkboard noises, swishes and fast swoops. Scene 6V: Students stare in amazement. A: Cant touch this by MC hammer plays audibly in the background, raising to full volume sound.

Ad Campaign Non-Traditional Subway FlasherIn the tube of the subway before a train reaches the platform, backlit graphics placed at window level.Images depicting a woman running catching the train/drinking smartwater..

Ad Campaign Non-Traditional Bus Shelter (2) Two-sided clear glass/plastic panels. One filled with SmartWater, the other filled with sugar consumed in one year by drinking the sugary competition.

Be Smart. Drink Smart.

Hydrating with sugar?The amount of sugar consumed by drinking (1) Gatorade a day for one year.

Ad Logistics Traditional Print media to appear in the following publications:Family CircleNational GeographyReaders DigestGood Housekeeping

Television commercial segments to air on the following networks:ABC-The Chew (12-1 pm)ABC-The View (11am-12pm)Food Network-Barefoot Contessa (11am-12pm)Food Network-Chopped (7pm-8pm)A & E-Duck Dynasty (8-9pm)

Ad LogisticsNon-Traditional The installments will be placed simultaneously in 10 larger metropolitan areas within the US market. These cities are located in regions this brand is more popular in, cities such as:HoustonChicagoLos Angeles MiamiDallasSeattleSan Francisco DenverAustinBoston

Social Media Campaign AboutVariety of 14 questions in topics such as health, science, and math throughout a 2 week period.Prizes ranging from free smartwater, to scholarships with a final prize of 2014 Smart Fortwo Pure Coupe or $10k cash. Message: The intention behind our message is to reward those who make smart decisions, like drinking smartwater brand water.

Social Media Campaign GoalsIncrease active user membership by 225% for the duration of the be smart. drink smart. campaign.

Increase the amount of viral and organic content by 70%, minimizing paid reach to 30%. +225%

Social Media Campaign Audience Target Market: M/F Caucasian Americans 18-54Highlighting 18-25 year olds as main contest participants

Facebook is the primary social media platform, as a majority of our target market frequents it over Twitter.

Social Media Campaign Tools of Measurement Facebook: Facebook Insights, Export.ly Twitter: Klout, TweetdeckYouTube: YouTube Insights

Cross Platform Tools: Hootsuite, Radian6

Integration Cross Platform IntegrationFacebook posts user content from contest to Twitter.Instagram connected to Facebook and Twitter

be smart. drink smart. is the theme for all published media.QR Codes for print/bus shelters directing consumers to our contest.

be smart. drink smart. ASK WISELY!

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